Business goes organic through B Corp process

I’ve always considered myself a tree hugger. I haven’t owned a car for years. We compost, recycle and have LED lights at the office.

A couple of years ago, I went to a workshop held by the B Lab team. Their mission is to serve the global movement of people using business as a force for good. They have a certification a business can get so it can say to the world, “We are a B Corp.” Sounds fun. Let’s give it a whirl.

Until this time, I was quite proud of the practices we have here at iSupportU. Proportional to our size, we’ve got some great employee benefits, a fantastic gender balance with a constant awareness of our impact on the planet. This assessment knocked us down a couple of notches. Hosted on SalesForce, this B Lab assessment goes through focus areas such as governance, workers, community and environment. Within each one of these sections, there are questions that show the measurable impact of the business on the world.

The first time we went through the assessment, we were 20 points short. My staff and I were disappointed that we did not stack up to a third-party certification system. We were not to be defeated. The test gives you a list of areas to improve. This list can be sorted by changes that are most impactful (largest points) or by the easiest things to change. Upon reviewing the list, we enacted the following changes:

• We secured the ability to offer six weeks of maternity leave through our short-term disability coverage, which we offer to all employees. Score (points).

• In the past we have always ordered our office supplies from Amazon. We chose recycled materials, but we were not working with a local vendor for this need. Easy fix. More points.

• It turns out that Xcel offers a wind-generated energy program. It costs a bit more, but it means that all electricity for our building comes from wind power. Winning.

After these and many other reflections and changes, we got above the 80-point threshold for a B Corp. The total process took eight to 10 months for us from the time we took the first assessment. Total actual hours would be in the 20 to 24 range.

Why does the B Corp thing matter to us? We are always looking to align ourselves with companies that would be a good cultural fit. We like to feel proud of our clients and vendors. This program is a way to increase the chances of cultural compatibility with another company.

Since becoming a B Corp, we have connected with some truly inspiring companies at events and via social media. These are the kinds of organizations we want to align ourselves with. B Corp is an example of marketing by thought leadership. Business is a vehicle. That vehicle could be a Hummer or it could be a Tesla. The type of vehicle you build your business to be reflects to the world. We like being a Tesla. Teslas are quietly amazing. They are sustainable without compromising performance. They are disrupting a stagnant industry. We want the world to see us as a Tesla. Getting B Corp certified helps to clarify that picture for the world.

Shaun Oshman is founder and chief executive of iSupportU in Boulder. He can be reached at 303-630-9974 or shaun@isupportu.biz.

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